This article addresses whether standard electricity products in
Switzerland meet the preferences of private customers. To determine
customers preferred electricity product we conducted an online
survey with choice experiments implying 9420 choice decisions by 628
respondents in Switzerland. Using hierarchical Bayes estimation we
determined customer preferences and the importance of individual
product attributes in product choice. This procedure makes it
possible to calculate part worth utilities for product attributes
and to derive customers implicit willingness to pay. The electricity
mix had the most important influence on choice decisions, followed
by monthly electricity costs and the location of the electricity
generation. The current Swiss electricity mix which consists of
mainly nuclear and hydro power was only rated second to last in a
comparison of five alternative mixes. Customers clearly prefer
electricity mixes containing green energy. Findings of this study
reveal strategic options for product design, positioning, and
marketing for a liberalized electricity market.